Nomadic Marketing Presentation

MarcAnthony Zimmermann

Head of Broccoli!

Using Social Objects to abstract notions of Web 2.0 in a form accessible to the people at the bottom of the pyramid

Using social technology to makea real difference to real people

Part II

Field PrototypingFood Vouchers & Cape Town station

FinaleVideo Documentary

How we have benefited from social media

Part 1A Brief History

Some InfluencesA New Model

<a brief history>

MaZ Chief Executive Punq

//1. make a real difference to people

2. use technology (mobile)3. be (commercially) sustainable

4. serve bottom of pyramid//

Startup Infrastructure:

128 MB Memory Stick+

Internet Cafe

//performance

8 Month Projection:

70,000

8 Month Actual: 460,000

Current: 780,000+

//good times

Hola7 Foundation

Emndeni Home

Hospice Matlosana in Klerksdorp

Emmanuel Home in Klerksdorp

Laphumilanga HIV Orphanage in Port Elizabeth

//while doing good

//my influences

Social ObjectsJyri Engestrom

Maslow’s Hierarchy

//thought framework

//thought frameworkIt is hard to imagine a that community of members surviving on less than $2 a day will derive any real value from the benefits of Web2.0 from services such as del.icio.us, Youtube or Facebook.

The intention of MZANZI.mobi is a promise of hope to itʼs users. The aim is to give communities in South Africa a voice that is heard by a global market place, a voice that can be acted upon in a real and meaningful way.

MZANZI.mobi aims to abstract the benefits and notions of Web 2.0 into a form that is accessible to a mass population, but more importantly will make a real difference in the lives of everyday South Africans by transforming mobile phone interaction into a global platform for action.

November 2007 - Application for Funding to Knight Foundation

//a new model (maybe?)

WEB2.0

Social Entrepreneurship 2.0

Hunger

</a brief history>

field prototyping

//a food voucher prototype

Cape Town Meat Emporium

Cape Town Central Station06 June 2008

08h10 08h20 08h30

//social objects

70% 30%

Females Chose Feminine Hygiene Products over Food (Some Men too)

//1. make a real difference to people

2. use technology (mobile)3. be (commercially) sustainable

4. serve bottom of pyramid//

A rewards program for the poor...

//rewards programs

get tested forHIV

Receive Incentive

Stay HIV negative

time = t

$ - Cost to Country

year1 year2 year3 year4

Find Employment

Receive Incentive

Continued Employment

time = t

$ - Country GDP

year1 year2 year3 year4

//funding model

Brand/Advertising

Distribution

Web Donations

CSI Funding

Co-Payments

How is this a social object ?

http://tinyurl.com/4fu3rm

http://blip.tv/file/264795

http://tinyurl.com/youhmc

From Jyri Engestrom & Kevin Anderson

Tasty Links >>

You should be able to define thesocial object your service is built

aroundFood

1

Define your verbs that your users perform on the objects. For instance, eBay has buyand sell buttons. Itʼs clear what the site is for. Give / Feed2

How can people share the objects? Via Mobile Person 2 Person

3

Charge the publishers, not the spectators.

Integrated MultiParty

Subsidy (Google Model /

Free* Model)

4

Turn invitations into gifts

Buy a book of vouchers

give them to who you

want

5

//in the field

//incentive based HIV testing

YOUTUBE - http://tinyurl.com/3n9wnr

How have we benefitted from social media ?

1. Internal blog where we share developments and ideas

2. Putting videos on Youtube puts the work into contextand keeps international funders up to date

3. Using social media tools appeals to our partners & funders

4. Social media is an indirect marketing & reputation tool and not a direct marketing channel

5. Met REALLY cool people!!!